새 노트

you

Hi, how are you? I'm the Master of Marketing Department. I usually teach marketing management and marketing channel in undergraduate programs. This semester, I'm going to teach marketing principles. I'm really happy to study marketing principles with you this semester.

This course consists of three parts. One is my lecture and the other one is written case you should read. And the third one is the video tape you might want to watch. Okay, so in this lecture, usually I'm going to deliver some of the important stuff and also I'm going to discuss written cases. So each week I'm going to upload the written case and video cases.

the important thing is you should read written case before you take this quote because i'm going to discuss written case in detail in this lecture so if you don't read the cases you might not understand what i'm saying so please read written case before you take this quote okay let's move to the marketing concept okay marketing is a delivery of customer satisfaction at a profit as you can see

A customer satisfaction, who satisfies the customer? It's the marketer. So this concept is from the marketer's point of view. Marketers should provide something to satisfy customers, and at the same time, marketers should generate profit. Okay, but most people misunderstand marketing. For example, one of accounting professors when I was a master student,

He keeps saying selling instead of marketing. Probably he didn't recollect the name marketing. So he kept saying selling major or advertising major, something like that. So like the professor, most people misunderstand the concept marketing. It is not a surprise because we are bombarding TV commercial, radio commercial, even social media commercials we watch every day.

But selling or advertising is a small part of a gigantic marketing iceberg. Okay, so let's briefly talk about the marketing concept. I like this concept because it is very short and comprises everything. Okay, so if you want to satisfy your customer, you have to provide what your customer wants.

However, most of customers have diverse demand. So if the customer wants a lot of different products, you have to develop all those products to satisfy everybody. However, most of marketers have limited resources. So you might want to choose specific target market

you want to satisfy. Okay, before you select target market, you have to divide market into several segments. The most popular variable you can use is like the age, gender, you can use it. Okay, let's example like that. In terms of gender, there is a male or female. So male or female in terms of gender. Or if you use the age factor, let's make a simple one,

senior or junior. Young. Then you can get four or segments like male, female or